Branding

Branding strategy:

The branding strategy for a firm reflects the number and nature of common anddistinctive brand elements applied to the different product sold by the firm. Branding strategy   involves deciding the nature of new and existing brand elements to be applied to new and existing products

Unilever follow individual name for setting brand name for their different products, suchas Sunsilk, Dove (Shampoo), Ponds, Fair & lovely, Dove for skin care. Unilever get amajor advantage of an individual name strategies that the company does not tie itsreputation to the products. 

 Sunsilk is one of the world’s biggest, well known and well -loved hair care brands. Sunsilk is Unilever’s leading hair care brand, and ranks as one of the Anglo- Dutchconglomerate's “billion dollar brands".
Madonna, Natalia Oreiro, Shakira, and Marilyn Monroe all featured in Sunsilk's 2008 advertising campaign “Life Can’t Wait”^[4] which launched with a Super Bowl XLII spot. The philosophy behind the campaign was about girls taking positive steps to gain better control of their lives “Hair On = Life On”.

HUL has also launched the Sunsilk “Life Can't Wait” campaign (with film star Priyanka Chopra as brand ambassador) which encourages girls to live for today and make life happen. 

Actress and former Miss World Priyanka Chopra is the brand ambassador for Sunsilk in India.


Brand Elements: Brand elements can play a number of brand building roles. Band elements are those trade mark able devices that identify and differentiate the brand. Most strong brands employ multiple brand elements. Marketers choose brand elements to build as much brand equity aspossible. Brand elements such as: memorable,meaningful, likable, adaptable and protect able. We describe those elements in short asfollows:

Memorable: every consumers mind catches the brand name. Their marketing programs set the brand name in consumers mind. Their short brand name suchas: Dove, ponds, Sunsilk etc are easily memorable.

Meaningful:Every consumer has a clear meaning about Sunsilk. Consumer thinks about Sunsilk as a product which solve their problem relating with hair.

Likable:From our research we found that most of the people like the brandverbally and visually.

Protectable:The brand name is legally and competitively protectable. The brand retain their trade mark rights and not generic.

Adaptable:another fact which we saw in Sunsilk. Different pack size andnew formulas are easily accepted by the consumer